Leading Blog

MARCH 3, 2015

Imagine what Atari might have achieved if Steve Jobs had stayed there to develop the first mass market personal computer. Producers frequently operate in markets that require them to rethink the fundamentals of product or business design in order to deliver at scale. Management' Taking a Relative View of Risk.

Mass Marketing 150

Mass Marketing Follow-up Maturity Operations 150

Frank Sonnenberg Online

DECEMBER 1, 2020

You rush a product or service to market even though it’s not ready for prime time — You hope you can work out the bugs before customers notice. You begin to sell your luxury products in mass-market retail stores to boost sales. — You hope salespeople don’t make discounting a habit. Sell value, not price.

Discount 105

Discount Price Mass Marketing Reputation 105

Harvard Business Review

NOVEMBER 9, 2012

In 2006 Peter Gelb, general manager of the Met, introduced a revolutionary new offering for the 130-year old opera house: broadcasting its performances live in high-definition to movie theatres across the world. I think marketers make way too much of segmentation — the art of identifying differentiated characteristics.

Mass Marketing 8

Mass Marketing Marketing Sharpe Price 8

In the CEO Afterlife

APRIL 4, 2011

I went in assuming his students believed corporate management and entrepreneurship were principles of contradiction and the only contrarians would be members of the flat earth society. The giants dominated markets and gobbled up competitors; they also failed to cope with rapid change. “They’ve already heard from that guy,” he said. “I

CEO 150

CEO Mass Marketing Class Brand 150

Terry Starbucker

JULY 19, 2015

As another calendar year drew to a close, while our cable TV company was buoyed by better sales numbers as a result of new service activations and stepped up marketing, we were still struggling to reverse a downward overall trend. Our competitors offered more channels at a very competitive price, and were able to mass market.

Leadership 150

Leadership Metrics Price Mass Marketing 150

CO2

JANUARY 2, 2011

Process : This business model design has 5 phases; Mobilize, Understand, Design, Implement and Manage. Gary Cohen grew the company from two people to 2,200 employees Currently, he is Managing Partner of CO2 Partners, LCC, operating as an executive coach and consultant. This final chapter puts it all together.

Business Model 141

Business Model Executive Coaching Execution Blog 141

Harvard Business Review

MARCH 22, 2011

Marketers are up against it. Mass markets have fragmented into niches. So marketers have something to learn from non marketers. The creators and producers, Steve Frank, Chris Henze, and Kelly Kulchak, struck on an ingenious way to solve the "many markets" problem. One size no longer fits all. and that's OK.

Marketing 15

Marketing Strategy Mass Marketing Audience 15

Harvard Business Review

MARCH 8, 2012

But despite this outpouring of expertise, many organizations still find marketing in the social era ridiculously hard to do well, if at all. Perhaps marketing in the social era is that kind of problem. The funnel is a favorite of marketers because it is linear, uni-directional, and transaction-centric.

Marketing 17

Marketing Brand Mass Marketing Metrics 17

Harvard Business Review

APRIL 22, 2011

Nespresso took off when it stopped targeting offices and started marketing itself to households. The Nespresso team had to interpet the data skillfully to present a better case to top management. The Nespresso system, a machine and single dose capsules, didn't fit with the company's mass-market distribution system.

Innovation 15

Innovation Mass Marketing Strategic Planning Marketing 15

Harvard Business Review

MARCH 12, 2012

For example, GE developed an ultra-low-cost ultrasound for rural China which is now marketed in over 100 countries. Logitech developed an affordable mouse for the China market which sells for (the Chinese equivalent of) $19.99 Therefore, they focused on winning market share by adapting global offerings to meet local needs.

Glocalization 13

Glocalization Mass Marketing P&L Globalization 13

Harvard Business Review

JUNE 15, 2017

Like its American compatriot Ford Motor Company , GM’s market share in India has always been in the single digits, but recently Ford has reported rising monthly sales of 36% in India. 1 — Consistent Leadership Over Time Matters in This Market. Unlike Bentley or Rolls-Royce, GM is a mass-market car company in the U.S.

CEO 10

CEO Long-term Short-term Mass Marketing 10

Harvard Business Review

APRIL 15, 2014

By now, the idea that organizations must adapt in order to maintain both relevance and market share in a rapidly changing world is so ingrained that it’s been reduced to pithy sayings. The recent failures of mass market retailers Sears and J.C. Change management Disruptive innovation Strategy' If it ain’t broke, break it.

Disruptive Innovation 10

Disruptive Innovation Mass Marketing Fashion Porter 10

Harvard Business Review

DECEMBER 30, 2016

One applications outsourcing team, for example, proposed a clever UX tweak to help optimize a global fulfillment process their company managed for its biggest client. Instead of prioritizing process optimization around inventory management, UXes dedicated to cultivating loyalty, trial and ancillary services evolve.

Process 13

Process Competitive Advantage Outsourcing Supply Chain 13

Harvard Business Review

APRIL 12, 2013

He approved marketing campaigns that told loyal Penney''s shoppers that "you deserve to look better," basically telling them that they looked less than glamorous wearing the brand they had trusted and been comfortable with for years. I think Penney''s management needs to once again get back into the heads of its core consumers.

Class 8

Class Mass Marketing Retail Merchandising 8

Harvard Business Review

MAY 26, 2014

The traditional advice, from Clayton Christensen’s work on disruptive innovations and Michael Tushman’s on organizational ambidexterity , is to set up the new activity as a separate unit, reporting to a manager at the corporate headquarters who can sponsor the new activity and help to integrate it with the rest of the company.

Mass Marketing 10

Mass Marketing Brand Disruptive Innovation Advice 10

Harvard Business Review

JANUARY 25, 2016

Every manager, male or female, saw the difference very fast, without any preaching on my part. He had no idea that the ad they’d just run to launch their latest mass-market device was so completely male-oriented. After all, Red Bull and P&G were strategically going after a market segment they had chosen to focus on.

Company 8

Company Advertising Market Segmentation Mass Marketing 8

Harvard Business Review

NOVEMBER 23, 2011

Here are four publishing approaches retailers are trying: The Mass Publisher. Mass publisher retailers create content of broad interest to their customers. They ask, "If we were a cable TV channel or a mass market magazine, what would our content, tone, and the experience we offered be? What topics could we own?"

Brand 15

Brand Retail Fashion Supply Chain 15

Harvard Business Review

MARCH 1, 2013

There are a ton of dating apps on the market, but they all fail to please a pretty important demographic: women. And it’s likely to stay that way until a start-up comes along that manages to make mobile dating not weird by offering women — and the men they want to meet — control, incredible filters, and clarity of mission.

Mass Marketing 8

Mass Marketing Consensus Stress Marketing 8

Harvard Business Review

MARCH 30, 2016

When the Microsoft Surface first appeared, many critics panned it as a clumsy move into hardware — a device that was stuck in the middle, a half-step behind the hot market for tablets and only a half-step beyond the dying market for PCs. Over the centuries, firms have used hybrids to manage periods of difficult transition.

Business Model 8

Business Model Software Mass Marketing Competitive Advantage 8

Harvard Business Review

FEBRUARY 17, 2012

Over the last ten years we have been researching deshopping in Britain through two mass market retail case studies and surveys of 150 independent retailers and over 500 consumers. Managing returns effectively and fairly requires a dedicated, trained staff capable of distinguishing deshoppers from bona fide customers.

Retail 15

Retail Mass Marketing Customer Loyalty Discount 15

Harvard Business Review

MAY 31, 2011

companies produce the batteries required for price-competitive electric vehicles that can truly shift the market? Perhaps it is here, and not in Americans' two-car garages, where the large early market for advanced battery technology resides. The Chinese now account for 80% of this market and will soon take it global.

Incubator 15

Incubator Business Model Mass Marketing Globalization 15

Harvard Business Review

APRIL 25, 2011

Making the case for investments that produce social impact as well as market returns is not a discussion most executive directors want to have with their board — or their financial stewards on Wall Street. Large corporations know more about opportunities in Chinese markets than they do about opportunities in US cities.

Real Estate 15

Real Estate Mass Marketing Banking Asset Management 15

Harvard Business Review

JANUARY 13, 2015

Nearly all competitive markets confront firms with this choice. In pharmaceuticals, there are blockbuster drugs targeted at mass-markets segments. Cost reductions versus lowest costs: lowering cost doesn’t necessarily mean your cost is lower than competitors and, in any market, there is only one lowest cost competitor.

Market Segmentation 8

Market Segmentation Mass Marketing Price Pharmaceuticals 8

Harvard Business Review

MAY 15, 2012

His basic two litmus tests for a good business theory are something that explains the different circumstances facing managers and the causal connection between an action and a result. Past experience as a consultant and practicing manager ensure Christensen focuses on high-impact issues, and his work manages to be both robust and usable.

Christensen 13

Christensen Succession Storytelling McKinsey 13

Harvard Business Review

AUGUST 8, 2011

At its 100-year milestone, IBM shows us what it takes to outlast depression, war, and intense competition in order to remain a market leader in the midst of ongoing technological innovation. By 1955, IBM's revenues were $564 million and it led the world market in making computers. Here are several lessons worth sharing.

Customer Intimacy 15

Customer Intimacy How To Mass Marketing System 15

Harvard Business Review

JULY 22, 2015

But a new study on Hollywood producers in the Strategic Management Journal reminds us that it’s not that simple. The researchers behind this new study point out that recent work on RBV has focused on managers as the ones generating the revenue from the company’s resources. Sounds logical, right?

RBV 8

RBV Mass Marketing Budgeting Brand 8

Harvard Business Review

JANUARY 1, 2013

In today's world, self-branding matters more than any other form of talent, not least because the mass market is unable (or unwilling) to distinguish between branding and talent. Change-agents are hard to find, hard to manage, and hard to retain. Self-branding is about being a signal in the noise of human capital.

Human Capital 13

Human Capital Brand Mass Marketing Reputation 13

Harvard Business Review

APRIL 29, 2016

applications pushed technology to address B2B market requirements. Increasingly, the pull of user experience will drive market demand, and product design will be critical to getting consumers to adopt offerings in this new IoT 2.0 Overwhelmingly, those IoT 1.0 Product design considerations in the IoT 1.0

Technology 8

Technology B2B B2C Mass Marketing 8

Harvard Business Review

APRIL 15, 2014

Designers and entrepreneurs have been experimenting with live prototyping — putting unfinished product ideas in the context of real markets and real customer situations — for years, and now bigger businesses have begun to catch on. Is quality essential in your market, or simply a nice-to-have. Might we tarnish our brand?

Brand 8

Brand Productivity Products Mass Marketing 8

Harvard Business Review

MARCH 12, 2018

Its cars didn’t match up well with those of top luxury brands like Mercedes, BMW, and Audi, yet the company lacked the capacity to compete with mass-market leaders like Toyota and GM. He hired salespeople and marketers from Google, who transformed Volvo’s use of technology and social media in those disciplines.

Engineering 8

Engineering Mass Marketing Automotive Human Capital 8

Harvard Business Review

DECEMBER 17, 2012

Recent corporate history is littered with successful established firms who failed to manage disruptive innovation even with full knowledge that it was coming. They knew digital photography was the future and invested heavily in hybrid technology in the hope of managing the transition from physical photo printing. It didn't work.

Christensen 8

Christensen Disruptive Innovation Mass Marketing Wireless 8

Harvard Business Review

JANUARY 30, 2012

In most boardrooms, the first and last question asked is: will "the markets," financial and "consumer," like your latest shiny trinket slightly better than the next guy's? Hence, call this post my tiny statement of rebellion.

Mass Marketing 19

Mass Marketing Hotels Self-aware Short-term 19

Harvard Business Review

NOVEMBER 17, 2015

In managing the fallout from BP’s Gulf of Mexico oil spill disaster in 2010, company Chairman Carl-Henric Svanberg had to take over from CEO Tony Hayward, whose gaffes and public blaming of partners had only exacerbated the crisis. Take the case of BP. born BP veteran Bob Dudley as CEO.

CFO 8

CFO Crisis Mass Marketing IPO 8

Harvard Business Review

APRIL 23, 2013

What existing solution-provider, in so doing, might you manage to obliterate? There is another reason, too, that the drone market is set to take off. Thus, mass-market drones clearly hold potential for what Paul Nunes and I call "big bang disruption." What problem would you use them to solve in whole new way?

Mass Marketing 8

Mass Marketing Technology Long-term Innovation 8

Harvard Business Review

JANUARY 3, 2013

Roche allows you to monitor and manage your own diabetes like a doctor. They also are finicky about marketing ("how you market it").sometimes sometimes the badge value comes from the product not being mass marketed, but rather endorsed by those in the know.

Price 8

Price Mass Marketing B2B Quality 8

Harvard Business Review

FEBRUARY 14, 2012

It's not to create more jargon, it's to emphasize a point: that social is more than the stuff the marketing team deals with. But if they were launching today, banks would likely ask themselves how to accomplish the transactions (deposits, withdrawals, financial management) of banking without the physical commitment of banks.

Banking 16

Banking Business Model Supply Chain Mass Marketing 16

Harvard Business Review

OCTOBER 5, 2011

The purchasing habits and attitudes of today's teenagers and twenty-somethings are completely different from those exhibited by today's mass market. How can companies create and manage an effective Software Layer? But the bigger shift is behavioral.

Engineering 14

Engineering Forrester Software Mass Marketing 14